|
 Academic Year:
| 2013/4 |
| Owning Department/School:
| School of Management |
| Credits:
| 3 |
| Level:
| Masters UG & PG (FHEQ level 7) |
| Period: |
Modular (no specific semester) Semester 2 |
| Assessment:
| CW 100% |
| Supplementary Assessment: | Like-for-like reassessment (where allowed by programme regulations) |
| Requisites:
| Before taking this unit you must take MN50339 and take MN50340 and take MN50341 and take MN50342 and take MN50343 and take MN50344 |
| Description:
| Aims: This five day course aims first to help students learn how the Consumer Culture Theory (CCT) perspective can be used to develop culturally informed marketing strategies and tactics. Second, the course aims to introduce students to insights from the field of (CCT) research. CCT explores the dynamic relationships between consumers' projects, commercial resources, and cultural meanings that circulate among stakeholders in the global marketplace. Learning Outcomes: On completion of this module students will possess tools and resources so that they will be able to: * Analyze the strengths and weaknesses of firm strategy from a cultural perspective * Create a contemporary market segment * Deploy symbolism tactically in product/service offerings * Outline an experiential marketing strategy * Address cultural differences in global markets * Understand consumption as a complex of instrumental and expressive behaviours. Skills: 1. Analytical, evaluative and creative skills (T/A) 2. Writing skills (A). Content: 1. Cultural strategy 2. Disciplinary foundations of consumer culture theory 3. Consumer identity work (individuals, other groups) 4. Socio-historical patterning of consumption (nation, class, gender, generation, ethnicity) 5. Marketplace ideologies and consumer responses 6. Marketplace cultures and subcultures 7. Semiotics. |
| Programme availability: |
MN50499 is Optional on the following programmes:School of Management
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